FOOT LOCKER COLLABORATES WITH VIRTUE AMSTERDAM TO LAUNCH ITS HOLIDAY CAMPAIGN

Foot Locker’s Capsule Collections aim to establish locally-relevant connections with youth and sneaker culture in Europe.

04 December 2018, Amsterdam — Foot Locker appointed VIRTUE Amsterdam, the ​ creative agency by VICE, to create a holiday campaign that demonstrates its authority and strong connection to youth and sneaker culture. To do this VIRTUE Amsterdam has leveraged VICE’s global data, insights production and storytelling capabilities. The result is an initiative to give up-and-coming artists, deeply rooted within local culture, a platform for self-expression by letting them curate their own Capsule Collections. Launching today with Swiss rapper Di Meh, Milan-based oriental trap band Threesome and Creative Studio Sucuk Und Bratwurst from Frankfurt.

The capsules are launched through a music video for Threesome’s latest track, a 3D artwork made in collaboration with Sucuk Und Bratwurst and a musical experiment created with Di Meh. Content that not only echos culture, but actually adds to it and has been imagined like cultural products rather than branded content.

To bring this work to life, VIRTUE Amsterdam is also responsible for the creative concept of the POS materials to introduce the capsule collections in the 650 Foot Locker stores across Europe.

Amandine Bigaret, Senior Brand Director Foot Locker says: “It was our ambition to stand out ​ on the high-street and encourage store and e-shop visits in this extremely competitive period. At the same time, relevance, authenticity and our connection to street and sneaker culture needed to be at the heart of the work. The Capsule Collections campaign shows that VIRTUE Amsterdam represents a perfect partner to realise our ambition – on the ground, pushing culture forward in every city we are present.”

Perre van den Brink, Managing Director VIRTUE Amsterdam, adds: “Growing up in an ​ on-demand world filled with infinite choices, we know that Gen Z and millennials have flavoured their expectations of advertising. They don’t buy into sneakers, they buy into a brand’s mission. Being born out of publisher VICE, VIRTUE knows how to create relevant stories that resonate with this audience. Having grown up with the Foot Locker brand ourselves, we feel honoured to help Foot Locker further establish their connection to culture. This mission is a 100% match with VIRTUE’s agency DNA and we are incredibly excited to launch this campaign for the holiday season.”

Watch the Hero videos here: - Collection by D-Meh: https://www.youtube.com/watch?v=v0UmcU84Ov4 ​ - Collection by Threesome: https://www.youtube.com/watch?v=r7TXumVtYvk ​

- Collection by Sucuk Und Bratwurst: https://www.youtube.com/watch?v=V6-YukHTDOE

CREDITS Creative Agency: VIRTUE Amsterdam Executive Creative Director: Pascal Rotteveel Creative Director: Fanny Molins Art Director: Justin Blythe Head of Strategy: Steph Morrow Senior Brand Planner: Munise Can Senior Account Manager: Gemma Trounce Senior Project Manager: Martha Kenny Designer: Manuel De Jong Producer: Lynn Degen Production Company: Chuck Studios, Unit Mr Frank & VIRTUE Amsterdam Director: Rutger van Leeuwen Photographers: Gilleam Trapenberg & Erik de koning

ABOUT VIRTUE VIRTUE is the global creative agency born out of VICE that develops stories that embed brands culture to realise commercial impact. VIRTUE uses the data and technology and insights that the worldwide VICE network has to offer to create custom distribution and activation strategies for brands. VIRTUE has grown into a network agency with offices in 30 territories, working for brands and companies such as Unilever, Coty and KLM.

ABOUT FOOT LOCKER Foot Locker is part of Foot Locker, Inc. (NYSE: FL), a specialty athletic retailer that operate ​ ​ approximately 3,270 stores in 27 countries in North America, Europe, Asia, , and . Through its Foot Locker, Kids Foot Locker, Lady Foot Locker, , Footaction, Runners Point, Sidestep, and SIX:02 retail stores, as well as its direct-to-customer channels, including Eastbay.com, footlocker.com, and SIX02.com, the Company is a leading provider of athletic footwear and apparel.